Moderating Effect of Brand Love on the Consumer Ethnocentrism and Foreign Product Purchase Intention Relationship

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Purpose –This study aimed to explain the moderating role of brand love in the effect of soft and hard ethnocentrism on consumers' intention to purchase foreign products. Desing/ methodology/approach –The data were collected through GoogleForms from 385 participants residing in Ankara and using foreign branded products in the ready-to-wear sector by using convenience sampling method. The research model was tested by Partial Least Squares Structural Equation Modelling (PLS-SEM) with Smart PLS 4.0 statistical programme.Findings –According to the research results, hard and soft consumer ethnocentrism negatively affect foreign product purchase intention. In addition, it was found that brand love has a moderating effect on the relationship between soft consumer ethnocentrism and foreign product purchase, while brand love has no moderating role in the effect of hard consumer ethnocentrism on purchase intention.Discussion –Global brands can prioritise various strategies to attract ethnocentric consumers and increase brand love. For example, by sponsoring national sports teams, they can support activities that local people are proud of and thus reinforce brand affection. Similarly, demonstrating corporate social responsibility through socially beneficial projects such as environmental protection or education can help build an emotional bond with consumers. Presenting products with designs appropriate to the local culture, for example, a fashion brand adding local motifs to its collection, can both create a positive perception and strengthen brand love. In addition, emphasising regional production activities with messages such as ‘supporting local labour’ in advertising campaigns can help consumers establish a deeper connection with the brand. These strategies can contribute to brands receiving both emotional and commercial positive feedback from a global perspective.